Kmart Targets Hispanic Consumers With YouTube Mini-Series

Kmart is presenting an eight-part Spanish-language web series called Madres y Comadres (Mothers and Wives). The webisodes have been produced to resemble a telenovela, using humor and emotion to address the challenges faced by Hispanic women and their families. They will launch on a special YouTube channel, which is also going to include social media functionality, additional targeted content and “shopable” videos. Kmart’s chief marketing officer, Mark Snyder, said in a statement:

We’re excited about the opportunity to speak directly with our Hispanic customers while celebrating their culture and traditions. The first episode of ‘Madres y Comadres’ launched this month just in time for back to school and aligns with the recently launched Latina Smart Facebook page, allowing Kmart to develop a deeper relationship with Hispanic women who are both tech savvy, yet underserved from a content perspective.